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Module 1: Understanding the value of online advertising

1.2 Google's advertising networks


As you read through this section of the study guide, think about the following scenario:


Acme signed a new client, Fiona, who makes and sells eco-friendly furniture. Fiona's company, Fine Furniture, will be launching a new line of furniture for children and she's asked you to develop a marketing plan that will increase the awareness of the products.

Which of Google's advertising networks would you advise Fiona to show her ads on?

Now that you know about the benefits of online advertising and AdWords, let's take a closer look at where you can advertise.

About Google's advertising networks

With AdWords, your ads can show on one or both of Google's advertising networks: the Google Search Network and the Google Display Network. The campaign type that you choose determines which of these networks your ads will appear on.

Search Network

The Search Network includes Google Search, other Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites that show AdWords ads matched to search results.

The Search Network can help advertisers do the following:

  • Show their text ads next to Google search results
  • Reach customers actively searching for their specific product or service

Display Network

The Display Network includes a collection of Google websites (like Google Finance, Gmail, Blogger, and YouTube), partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page.

The Display Network can help advertisers to do the following:

  • Use appealing ad formats to reach a wide range of customers with broad interests
  • Build brand awareness and customer loyalty
  • Increase engagement with customers
  • Choose more specifically where their ads can appear, and to what type of audience

Additional study materials

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